Updating: Craig Kodish is no longer affiliated with Victory Spirits.
Beverage Industry sales leadership merged with innovative marketing to provide craft wine, spirit and emerging brands, a 360 degree route to accelerate market growth amid industry consolidation, and rapid local market change.
“The appetite for good product is there,” said Co-founder and Partner Al Vrooman, “but will continue to be increasingly difficult for craft and emerging brands to grow beyond the regional footprint. The U.S craft spirits industry is growing at a 28% annual rate with over 1500 local craft distilleries currently active and producing product.”
Perhaps best known in the industry for his role in the phenomenal growth of The Macallan brand in the US beginning in 2006, Al Vrooman brings premium brand, sales performance leadership and national accounts management to Victory Spirits as the Founding Partner, and Director of Brand Strategy and Sales Development. It was Vrooman who saw the need for the formation of a combined sales development advisory and creative marketing group to serve emerging brands in a more effective and affordable way than the traditional sales consultant and separate agency model.
“We target a two ends against the middle approach which means it is more effective when you deploy precision digital tactics and marketing resources in the field in addition to having access to key distributor management. You cannot rely on the distributor solely to go out and sell your brands.”
“I know what it takes to grow major brands, ” adds Vrooman “I’ve played keyed sales and marketing leadership roles in brands that include, The Macallan, The Glenlivet, Chivas Regal, Captain Morgan, and Crown Royal, ”
“Today’s environment needs efficient new ways of thinking , utilization of a 360 sales and marketing process is critical for success to reach today’s customers and consumers. My experience of working with global companies , Edrington, Seagram and Marie Brizard gives our team the background for efficient solutions to maximize the results for Victory Spirits partners” adds Vrooman.
“Huge marketing spends used to be a key component of the growth strategy,” added Vrooman. “That’s not an option for the brands just coming up, and it’s going to be even harder with consolidation of the distributor channel so efficiency in planning and execution is critical for long term success.”
“Today’s environment needs efficient new ways of thinking , utilization of a 360 sales and marketing process is critical for success to reach today’s customers and consumers
“Our mission is to be smart and level the playing field for the new brands by helping them be more social, more engaging and more effective.”
Enter the marketing partner. “Today’s consumer has a totally different expectation of marketing and how they relate to and embrace brands,” adds Michael Shoer, Managing Partner of the Atlanta-based digital marketing agency Creative Word & Image, and also a founding partner of Victory Spirits Brands. “It’s about building trust, loyalty and relationship. In a word, influence,” said Shoer. “Our mission is to be smart and level the playing field for the new brands by helping them be more social, more engaging and more effective.”
Shoer’s career began in the television newsroom, as an early producer and executive producer at CNN. From media to entrepreneur, he started a broadcast syndication company which has evolved into the Atlanta-based Creative Word & Image group that partners with global brands and local businesses with brand story, digital strategy, video, social and content campaign support. To the spirits industry, Michael Shoer may be remembered as the founder of Ice Caters and the promoter of the ice ball, the “iceware” martini, and branded logo ice for drink promotions.
Media Contact:
Creative Word & Image
michael@cwi.me
Victory Spirits Brands is committed to aligning experienced national sales leadership with new approaches to social, experiential and influence driven marketing to create excitement, drive sampling, sales and new market reach for small to medium wine and spirits brands.
The company is based in Atlanta, Georgia and can be found at victoryspirits.com.